0:05 What makes the Chinese mobile gaming market unique?
0:25 What is the profile of a typical Chinese gamer?
2:28 How is it different for foreign companies to publish mobile games in China?
4:04 When publishing in China, how do I localize my game and at what cost?
4:55 How will a Chinese company seek to divide revenue with a Canadian partner?
7:02 Does game content have to be approved by the Chinese government? If so, can a Chinese publisher help?
7:36 What should companies do to protect intellectual property before coming to China?
8:32 Chinese game companies are now developing and securing their own IP then developing their own games. Have you any insight to share regarding the trend?
9:48 Should Canadians consider co-developing games with Chinese partners?
If you're a Canadian SME and have questions about doing business in China, please send us your questions by email at SMEGateway@international.gc.ca.
All services of the Trade Commissioner Service are FREE of charge to qualified Canadian clients.
What makes the Chinese mobile gaming market unique?
I think Western games are more focused on games characterized by control or strategy. But I think Chinese games are more focused on the visual aspects and the ease to play.
Q: What is the profile of a typical Chinese gamer?
Players range from 12 year olds to 50 year olds. Each of these age groups has a certain game type that they prefer. FPS games are really popular among young adults for example; it reached 5 million Daily Active Users (DAU) and 70 thousand Peak Concurrent Users (PCU) when we published it. Although ARPG games were more popular among the western gamers, it is starting to gain its share of the market in China. So even though MOBA is more of a control type of game, we are putting our focus on it this year in China.
My western clients are often concerned about the Chinese network situations. They are worried that the limited 3G or 4G network in China cannot deliver the proper functions because the games are usually 600 to 700 MB in sizes. Although it is a valid concern, we have been making progresses in that regard. The network here is able to take bigger package sized games now and it continues to develop and adapt to more game types. The network capacity last year was 80 MB but with the progression, a package size of 150 would no longer be a concern this year.
Q: How is it different for foreign companies to publish mobile games in China?
The difference between the Chinese and the western gaming market is their publishing and distribution channels. It is relatively easy to publish a game in western countries because there are only a few platforms, such as Google play and iOS. But because there are over 30 different platforms in China, each with their own publishing methods, the easier way is to cooperate with a local Chinese publisher, who can help you to avoid the excessive time and work. Without a Chinese facilitator, it may take you 3 or 4 days to complete 1SDK, and there may be over hundreds of SDKs to complete for one game, which is a long wait time. So I would suggest you get the right distributing channels and marketing methods to ensure your success.
Q: When publishing in China, how do I localize my game and at what cost?
Localization is about modifying a western game to suit the Chinese audiences, and I think, for western content providers, it may be easier to incorporate Chinese elements when they have assistance from a local partner. Normally, the process takes up to six months, but because localization is crucial, we highly suggest you to start looking for partners when you are at about 60%-70% of completion of your game.
Q: How will a Chinese company seek to divide revenue with a Canadian partner?
Depending on the specific game, we would pay for minimum guarantee or license fee, and would share the revenue after the game is published. If a game that is popular and well-established is launched in China, such as Transformers, we normally pay for a license fee. However, if a game has great potential in China, regardless of its recognition, we would pay for minimum guarantee and take part of the revenue share. As for profit sharing, many western content providers are concerned that 50% of the revenue share will be taken away by Android channels, as opposed to 30% if the game was to publish in iOS or Google Play in western countries. My suggestion is, although it is 50% of your profit, there is also a much bigger population here in China. As long as you make sure that your game has potential in China and that you use the right methods, you won’t need to worry about it. ...